INTRODUCING MALAYSIA’S MUSLIMFRIENDLY TOURISM TO EUROPE: ITC AND MATTA LEAD FAMILIARISATION TRIP

JOHOR BAHRU, 26 NOVEMBER 2025 – The Islamic Tourism Centre (ITC), in collaboration with the Malaysian Association of Tour and Travel Agents (MATTA), successfully concluded a week-long European Representative Familiarisation (FAM) Trip, namely “A Muslim Friendly Voyage of Discovery”, designed to heighten Malaysia’s position as a preferred destination for the European Muslim travel market ahead of Visit Malaysia 2026 (VM2026) and beyond.

Held from 21 to 27 November 2025, the programme brought together 10 representatives from Bosnia, France, Spain, Türkiye, and the United Kingdom, comprising muftis, influencers, and travel agents. Over seven days, the delegates embarked on a curated journey across Kuala Lumpur, Selangor, Putrajaya, Negeri Sembilan, Melaka, and Johor, visiting a range of cultural, historical, natural, and religious sites that showcased Malaysia’s unique identity as a welcoming and inclusive destination for Muslim travellers.

“Muslim-friendly tourism has long been an aspiration for MATTA, and this FAM Trip represents an important step forward in realising that vision. For many years, we have seen the potential of this segment, not only for Malaysia as a welcoming and culturally diverse destination, but also for our members to serve a growing global Muslim travel market,” said Nigel Wong, President of MATTA.

This initiative forms part of Malaysia’s broader strategic effort to strengthen its presence in the European market, a region that not only represents the largest global tourism expenditure at EUR979 billion in 2023 but also features a growing Muslim population of approximately 46 million. With Europe accounting for 53% of global tourism spending, and with European travellers showing a consistently high demand for outbound travel, the region remains a priority market in support of VM2026.

Participants were hosted at several Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR)-certified hotels, including Mardhiyyah Hotel & Suites (Selangor), Royale Chulan Seremban (Negeri Sembilan), and Lotus Desaru Beach Resort & Spa (Johor), allowing them to experience first-hand Malaysia’s certified Muslimfriendly accommodation and services.

Networking sessions and official dinners hosted by Tourism Selangor, Majlis Perbandaran Seremban, Tourism Melaka, and Tourism Johor provided valuable platforms for industry engagement, further enhancing Malaysia’s visibility and appeal within Europe’s growing Muslim travel segment.

“With VM2026 approaching, this is our chance to personally introduce participants to something truly special: our colourful culture and incredible heritage derived from our diverse population, delivered through the high quality, seamless experience of our MuslimFriendly Tourism and Hospitality (MFTH) ecosystem,” said Nur Alyssa Coraline Yussin, Acting Director General of Islamic Tourism Centre.

The itinerary featured notable highlights such as the PETRONAS Twin Towers, Kompleks Kraf, Badan Warisan Malaysia, Melaka’s historical quarter, Masjid Tuanku Mizan Zainal Abidin, Masjid Kampung Hulu, Nasyrul Quran Complex, and Masjid Sri Sendayan. Delegates also explored local culture, SMEs, and creative industries, strengthening their understanding of Malaysia’s diverse tourism offerings.

“By bringing representatives from Europe to experience Malaysia first-hand, we are opening doors to new opportunities. They witness for themselves the richness of our culture, the warmth of our people, and the strength of our Muslim-friendly ecosystem, from certified accommodation to guided experiences that reflect Malaysia’s identity. This journey is more than a FAM Trip; it is an introduction to what Malaysia truly offers as an
inclusive and faith-considerate destination,” Wong added.

On that note, he added “Most importantly, this initiative is designed for the benefit of our members. We want to ensure that MATTA members are well-positioned to tap into the European Muslim market, build meaningful connections, and showcase their expertise and offerings with confidence.”

Malaysia’s strong Muslim-friendly tourism infrastructure positions the nation as an attractive destination for European Muslims, especially as such facilities and services may not be widely available across Europe. Beyond leisure travel, opportunities also continue to grow in education, Malaysia My Second Home (MM2H), and medical tourism, supported by visa-free access for European nationals.

“Our relationship with MATTA has always been rock-solid, and this FAM Trip truly takes our public-private partnership to a new level. We know European travellers are a desired market for destinations around the world, including Malaysia. By focusing on its Muslim niche market, we’re tapping into a global market worth a staggering USD 235 billion by 2030, an enormous opportunity for local businesses,” Alyssa added.

The Europe Representative FAM Trip reflects MATTA and ITC’s shared commitment to enhancing Malaysia’s global competitiveness while building a sustainable tourism ecosystem that caters to diverse traveller needs.

“We hope that this FAM trip will provide participants with a memorable travel experience to explore our halal cuisine, mosque architecture, heritage buildings, handicrafts, shopping, Muslim-friendly hotels, and more. It’s also a chance for ITC to demonstrate the hospitality services we offer, backed by the official Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) and Muslim-Friendly Tourist Guide (MFTG) programmes. And MATTA is a fitting partner to help us tell this story,” Alyssa added.